http://projectcrossmedia.ning.com

Crossmedia theory Daphne Dijkerman (DDI02) [email_address]

"The changing media landscape has nothing to do with learning, it is to unlearning. All current boundaries are blurring. Audacity the world with uncertainties to enter“ Paul Molenaar CEO ilse Media Bron: Media2 Ontdek de kracht van Crossmedia, Pluuren, van A. www.crossmedialog.nl

Crossmedia New?

Consumer and advertiser magazines Daily papers Brochures /DM Air comercials TV commercials Radio commercials Movie commercials Outdoor advertising 1985: Limited media channels

Orgin of crossmedia Cross media as a term appeared when (traditional) media (print, television) realized that new media stand on their own and are more powerfull than expected. New media were seen as a competitor and threat.

Cross media as a term appeared when (traditional) media (print, television) realized that new media stand on their own and are more powerfull than expected.

New media were seen as a competitor and threat.

Orgin of crossmedia Cooperation between media can be a solution. To reach new targetgroups With these people can you communicate on multiple platforms + channels. New business creation (new revenue)

Cooperation between media can be a solution.

To reach new targetgroups With these people can you communicate on multiple platforms + channels.

New business creation (new revenue)

What do they mean with crossmedia?

Crossmedia? "[…]. Crossmedia stands for a new communication culture, where there isn’t clearly borders between transmitters and receivers.“ Paul Molenaar (ilse Media)

"[…]. Crossmedia stands for a new communication culture, where there isn’t clearly borders between transmitters and receivers.“

Paul Molenaar (ilse Media)

Crossmedia? "We see the ‘crossing’ simply as exploiting media for what they are good at. The mix of media should serve the big (campaign) idea to maximize the impact. Peter de Lange (LEMZ)

"We see the ‘crossing’ simply as exploiting media for what they are good at. The mix of media should serve the big (campaign) idea to maximize the impact.

Peter de Lange (LEMZ)

Crossmedia? “ Crossmedia represent the perspective of the user , whereas the medium convergence describes the technical perspective of the merging media forms. Monique de Haas (Dondersteen / Crossmedialog)

“ Crossmedia represent the perspective of the user , whereas the medium convergence describes the technical perspective of the merging media forms.

Monique de Haas (Dondersteen / Crossmedialog)

Crossmedia? How crossmedia are interpreted is strongly depend on the discipline. More concerning these disciplines later…

How crossmedia are interpreted is strongly depend on the discipline.

More concerning these disciplines later…

Why crossmedia?

Why crossmedia? For a larger range? In order to strengthen a message? New ways to bind customers? More substantive knowledge about the potential of new media and Internet trends?

For a larger range?

In order to strengthen a message?

New ways to bind customers?

More substantive knowledge about the potential of new media and Internet trends?

Why crossmedia? Addressing young and new targetgroups? New businessmodels? Strengthen the commitment to a brand? Offer the consumer what he wants?

Addressing young and new targetgroups?

New businessmodels?

Strengthen the commitment to a brand?

Offer the consumer what he wants?

Why crossmedia? Consumers anytime, anyplace, anyhow Passive / consumption vs. active / participation broadcasting vs narrowcasting Marketeer/advertiser Different stages: awareness, activation, consumption, participation / relationship Different times during day

Consumers

anytime, anyplace, anyhow

Passive / consumption vs. active / participation

broadcasting vs narrowcasting

Marketeer/advertiser

Different stages: awareness, activation, consumption, participation / relationship

Different times during day

Why crossmedia? Marketeer/advertiser Commercial attractiveness vs target group Extra revenue from consumers Interaction with an understanding of consumer Producer Creative freedom: linear / non-linear, stages, multiple angles

Marketeer/advertiser

Commercial attractiveness vs target group

Extra revenue from consumers

Interaction with an understanding of consumer

Producer

Creative freedom: linear / non-linear, stages, multiple angles

Why crossmedia? New way of communicating. We move to a world of "cost per thousand" for a world of 'engagement', inducements, interaction and involvement. The role that the brand takes in the life of the consumer is becoming more important. Consumers want to be involved in the brand: create confidence among consumers.

New way of communicating.

We move to a world of "cost per thousand" for a world of 'engagement', inducements, interaction and involvement.

The role that the brand takes in the life of the consumer is becoming more important.

Consumers want to be involved in the brand: create confidence among consumers.

Multimedia vs Crossmedia

Communciation / Journalism Technique Attention points Medium specificity Social media (distribution, publishing, multimedia)

Overzicht

Crossmedia in broadest sense There is crossmedia where there is a cross-fertilization between different media such as theatre, film, television, radio, print, Internet, games, mobile devices and live events, in which the mediumspecific elements of these different media are effectively part of a synergic (eg communication target). [Indira Reynaert]

There is crossmedia where there is a cross-fertilization between different media such as theatre, film, television, radio, print, Internet, games, mobile devices and live events, in which the mediumspecific elements of these different media are effectively part of a synergic (eg communication target).

[Indira Reynaert]

Conclusions so far...

Conclusions so far... Crossmedia is the use of several media to reach and address target groups... Crossmedia in a wide sense is nothing more a way to incorporated communication objective (strategy). The message must be relevant for the target group

Crossmedia is the use of several media to reach and address target groups...

Crossmedia in a wide sense is nothing more a way to incorporated communication objective (strategy).

The message must be relevant for the target group

Characteristics crossmedia communications Non-linear character Follows several directions Transmitter and receiver may change Perspective changes frequently Target itself generates content (user generated content, ugc) Viral effect of the message Involvement and authenticity important Not timed

Non-linear character

Follows several directions

Transmitter and receiver may change

Perspective changes frequently

Target itself generates content (user generated content, ugc)

Viral effect of the message

Involvement and authenticity important

Not timed

Medium specific elements That what distinguishes a medium of other medium That what is medium-specific The separation line has become very thin, because of the divergent of digital media.

That what distinguishes a medium of other medium

That what is medium-specific

The separation line has become very thin, because of the divergent of digital media.

Media specific elements Television Emotional impact (visual) Wide range: 1 to many Quick reach with targetgroup Radio Quick reach with targetgroup Cheaper than TV Low-frequency switchen

Television

Emotional impact (visual)

Wide range: 1 to many

Quick reach with targetgroup

Radio

Quick reach with targetgroup

Cheaper than TV

Low-frequency switchen

Media specific elements Print Reach selective target by segmentation Readers binding New media Interaction with audience Specific audience Measurable Dialogue commitment Volgens Janneke Niessen (DQ&A)

Print

Reach selective target by segmentation

Readers binding

New media

Interaction with audience

Specific audience

Measurable

Dialogue commitment

Volgens Janneke Niessen (DQ&A)

Reach, quality, passive, programms, consumption, sharing, famous medium for everybody, active, timing Onlimited channels, ondemand, interaction, closed surroundings, paid model Onlimited channels, ondemand, interaction, reach, active, control, measurable, pull, actual, personal, viral, open, unlimited content Personal, location, anywhere, paidmodel, interaction, user generated content, impulsive Reach, grown up medium, active, timing Grown up medium, target group known, mobile, large amount of content, active Location, targeting, grown up medium, active Connected with Physical products and sales Experience, location, surroundings in control Strong points per medium

In Schema Schema endemol Consumer

Schema endemol

Conclusions so far…

Terminology (outside NL) Multichanneling Convergence Transmedia Intermedia Crossover Communicatie

Multichanneling

Convergence

Transmedia

Intermedia

Crossover Communicatie

Transmedia storytelling A transmedia story unfolds through various media in which every aspect adds something to the whole (Jenkins, 2006) Each medium is doing what it can to best.

A transmedia story unfolds through various media in which every aspect adds something to the whole (Jenkins, 2006)

Each medium is doing what it can to best.

Transmedia storytelling Several media must stand on their own and are not depending on each other. For example, the Matrix

Several media must stand on their own and are not depending on each other.

For example, the Matrix

Transmedia storytelling Collective intelligence (Levy) Several media attract different audiences and are not the same

Collective intelligence (Levy)

Several media attract different audiences and are not the same

3 live action films Animatrix The Game Internet (o.a. trailer) Referral to other media in the film Thought: "What is the Matrix?"

3 live action films

Animatrix

The Game

Internet (o.a. trailer)

Referral to other media in the film

Thought:

"What is the Matrix?"

Crossmedia concept forms Depending concept Autonomously concept Supersystem (Kinder)

Crossmedia concept forms Depending concept The concept depends on enabled media and can not be separated from a another function.

Depending concept

The concept depends on enabled media and can not be separated from a another function.

Crossmedia concept forms Autonomously concept (independing concept) The media are enabled an independent role and can operate independently of each other. However, the Supersystem (Kinder) cooperation strengthens the 'brand'. Each medium does what, in which it excelence.

Autonomously concept (independing concept)

The media are enabled an independent role and can operate independently of each other. However, the Supersystem (Kinder) cooperation strengthens the 'brand'.

Each medium does what, in which it excelence.

Crossmedia concepts The degree of consistency between the media and influence on the behavior of the user, which enters from one medium to another, is called cross-over communication. The concept is dependent the threshold can be lower, but the push can be too great. In practice, the theoretical concepts is between these two concepts.

The degree of consistency between the media and influence on the behavior of the user, which enters from one medium to another, is called cross-over communication.

The concept is dependent the threshold can be lower, but the push can be too great.

In practice, the theoretical concepts is between these two concepts.

Omo buitenspeelbond DE burendag Depending vs autonomously Depending autonomously

Concept forms Depending concept = transmedia storytelling Autonomously concept = transmedia storytelling + cross-over communicatie Supersystem Smart Marketing (Bosma)

Depending concept

= transmedia storytelling

Autonomously concept

= transmedia storytelling + cross-over communicatie

Supersystem

Smart Marketing (Bosma)

What is the motivation of consumers to proceed with crossover communication? (From television to mobile)

trought

The makers are trying that the homogeneous audience switch from television to the Internet, so that other objectives can be achieved.

Winner zilveren Spin Crossmedia campagne 2007, TMF

Crossover-communication A communication objective can consist of multiple targets. Through multiple media, multiple objectives can be achieved. In order to achieve multiple objectives , crossover communications can be desirable. Monique de Haas

A communication objective can consist of multiple targets.

Through multiple media, multiple objectives can be achieved.

In order to achieve multiple objectives , crossover communications can be desirable.

Monique de Haas

Crossover-communication Challenge: What is the motivation of the consumer to move from one medium to another?

Challenge: What is the motivation of the consumer to move from one medium to another?

Entertainment Supersystem A ‘network’ of intertextuality constructed around a figure or group of figures from pop culture. […] In order to be a supersystem, the network must cut across several ,modes of image production; must appeal to diverse generations, classes, and ethnic subcultures, who in turn are targeted with diverse strategies; must foster “collectability” through a proliferation of related products; and must undergo a sudden increase in commodification, the succes of which reflexively becomes a “media-event” that dramatically accelerates the growth curve the system’s commercial succes. (M. Kinder, 1991)

A ‘network’ of intertextuality constructed around a figure or group of figures from pop culture. […] In order to be a supersystem, the network must cut across several ,modes of image production; must appeal to diverse generations, classes, and ethnic subcultures, who in turn are targeted with diverse strategies; must foster “collectability” through a proliferation of related products; and must undergo a sudden increase in commodification, the succes of which reflexively becomes a “media-event” that dramatically accelerates the growth curve the system’s commercial succes.

(M. Kinder, 1991)

Entertainment Supersystem Pokémon: Pikachu Game N64 Trading cardgame TVseries Merchandise

Pokémon: Pikachu

Game N64

Trading cardgame

TVseries

Merchandise

Supersystem is smart marketing The synergy, or cross-over, between different media, styles and products isn’t new, but it is new on the unprecedented Scale which this occurs. (Bosma, 2005)

Don’t forget… Mobile phone Games 3D communities (Second Life) Online communities (Hyves, Facebook) Widgets Blogs Live Events (theatre en outdoor)

Mobile phone

Games

3D communities (Second Life)

Online communities (Hyves, Facebook)

Widgets

Blogs

Live Events (theatre en outdoor)

Don’t forget… There are still little practice known in which games (excluding web-based games) and 3D communities processed within a crossmedia concept.

There are still little practice known in which games (excluding web-based games) and 3D communities processed within a crossmedia concept.

Internet Glue of crossmedia concepts

Internet: Glue of crossmedia concepts In most crossmedia concepts is the glue between the media Internet. (Christy Dena)

In most crossmedia concepts is the glue between the media Internet. (Christy Dena)

Internet: Glue of crossmedia concepts Many used internet applications within crossmedia concepts at the moment are: Hyves.nl (community) You Tube (video) FlickR (photo)

Many used internet applications within crossmedia concepts at the moment are: Hyves.nl (community) You Tube (video) FlickR (photo)

Internet: Glue of crossmedia concepts Internet as a channel within the crossmedia concept. Here plays a major role: Social media, Storytelling, Usability (simplicity) Mediumspecificiteit

Internet as a channel within the crossmedia concept. Here plays a major role:

Social media,

Storytelling,

Usability (simplicity)

Mediumspecificiteit

Motivators for crossovers

Motivators for crossovers Give consumers a reason to make a cross-over. The consumer take effort and to want something in return.

Give consumers a reason to make a cross-over.

The consumer take effort and to want something in return.

Motivators for crossovers Storytelling (KPN/Iris video) Usability Geef de gebruiker datgene wat ze verwachten. Bijvoorbeeld in print de juiste, compacte url vermelden. Medium specific elements Not copying the content to another medium. Ask yourself what must change so there is a value for crossovers.

Storytelling (KPN/Iris video)

Usability

Geef de gebruiker datgene wat ze verwachten. Bijvoorbeeld in print de juiste, compacte url vermelden.

Medium specific elements

Not copying the content to another medium. Ask yourself what must change so there is a value for crossovers.

Checklist crossmedia concepts

Checklist crossmedia concepts Description topic / concept Audience + analysis Relevance target Objective Research SWOT Analysis Backgrounds / Reason Plan of Approach Timeline

Description topic / concept

Audience + analysis

Relevance target

Objective

Research

SWOT Analysis

Backgrounds / Reason

Plan of Approach

Timeline

Checklist crossmedia concepts Format description -- Format detail -- Look and feel -- Setting -- Character description Business case -- Budget / cost / profit Proof of concept

Format description -- Format detail -- Look and feel -- Setting -- Character description

Business case -- Budget / cost / profit

Proof of concept

Crossmedia concepts that have failed…

To what extent can the current consumer driven, the transition from one medium to another.

Crossmedia questions…

Crossmedia questions Think carefully about the platform you choose if you have a specific target in mind. What is the format for your target audience? How do you achieve multiple public interest, skills and media preference in time?

Think carefully about the platform you choose if you have a specific target in mind.

What is the format for your target audience?

How do you achieve multiple public interest, skills and media preference in time?

Crossmedia questions How do you determine the starting point of the story? How can the narrative be distributed on different media types? How do involve your audience and the public when they aren’t concerned by media?

How do you determine the starting point of the story?

How can the narrative be distributed on different media types?

How do involve your audience and the public when they aren’t concerned by media?

Crossmedia questions How do you stimulate your audience in the action and proceed to cross-over communication? How can the targetgroup invlove the interaction of the narrative? How do you respond on the questions from the public?

How do you stimulate your audience in the action and proceed to cross-over communication?

How can the targetgroup invlove the interaction of the narrative?

How do you respond on the questions from the public?

Crossmedia questions How do you create a plot if not all components of the story are included? What are the affordances and limitations of the platform? How to choose the right format for each part of the story?

How do you create a plot if not all components of the story are included?

What are the affordances and limitations of the platform?

How to choose the right format for each part of the story?

Crossmedia questions How to speak to a mass audience if they are individuals? Which combination of media works the best? How many people will use the media and when will they use it?

How to speak to a mass audience if they are individuals?

Which combination of media works the best?

How many people will use the media and when will they use it?

Crossmedia questions What part of the story is best experienced which mediaform? Is the story still complete when a user gets on later?

What part of the story is best experienced which mediaform?

Is the story still complete when a user gets on later?

Crossmedia questions How do you get someone to the story? … And the list is actually much longer, because; where are the boundaries within a crossmedia concept?

How do you get someone to the story?

… And the list is actually much longer, because; where are the boundaries within a crossmedia concept?

Summary Crossmedia theory

What do we learn about this? Interaction, multichannel communications and user generated content, and changes in the media landscape Crossmedia is the interplay of the impact on all channels and processes around Content has no unique 'originators' anymore

Interaction, multichannel communications and user generated content, and changes in the media landscape

Crossmedia is the interplay of the impact on all channels and processes around

Content has no unique 'originators' anymore

What do we learn about this? Advertising, business and communication models are subject to major changes One-to-one communication is becoming increasingly important, both in print, web as broad- and narrowcasting

Advertising, business and communication models are subject to major changes

One-to-one communication is becoming increasingly important, both in print, web as broad- and narrowcasting

What do we learn about this? Cross media is a target itself Ii is a way to one or more communication objectives Crossmedia thinking begins not with the media choice, but with a thought and storytelling. Internet as a channel is the link within the cross concept; social media, storytelling, usability (simplicity) and medium specific are playing a major role.

Cross media is a target itself

Ii is a way to one or more communication objectives

Crossmedia thinking begins not with the media choice, but with a thought and storytelling.

Internet as a channel is the link within the cross concept; social media, storytelling, usability (simplicity) and medium specific are playing a major role.

http://projectcrossmedia.ning.com

Sources: www.daphnedijkerman.nl www.crossmedialog.nl www.existenz.nl www.luit.nl commedia.web-log.nl Media2, ontdek de kracht van crossmedia Scriptie: verleden, heden en toekomst van crossmedia (D.Dijkerman)